Find 3 Take Aways

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The world has changed?
“It is not the strongest
of the species that
survive, nor the most
intelligent, but rather
the one most
adaptable to change.”
- Charles Darwin
1809 - 1882

4
“Digital Darwinism
is the evolution of
consumer behaviour
when society and
technology evolve
faster than your
ability to adapt.”
- Brian Solis _

5
The end of business as usual

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 or be
Disrupted
Disruptive change
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Experimental thinking

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Anticipate change

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#1. Opportunity or threat?

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#2. How are you going to
develop your business?

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“If we are to achieve
results never before
accomplished, we
must employ
methods never
before attempted.”
- Sir Francis Bacon
- Sir Francis Bacon (1561-1626)

14
A journey into the unknown
Differentiation in the cloud
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Communicating
the

INVISIBLE
Is this going to be
Small hint!
Game-Changer
The Game
The Game
Game Changer

Customers New Economy

Collaboration
Technology

Cloud Services
The
PROBLEM
How do you escape the Red Ocean?
26
The
SOLUTION
Starts here

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The real office

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The mobile office
Give people the
tools they need
or they will use their own
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Today’s Office worker

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Today’s Office

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 New ways of
Communicating
New ways of
consuming and sharing
Information
New ways of communicating
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Communicating on the go

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Tomorrow’s office worker

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Tomorrow’s office worker

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Enterprise
COLLABORATION
Enablement
 Prototype of Enterprise
Collaboration Enablement
A journey into the unknown
 Get it right
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Get it wrong

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You feel like this?
A higher level perspective
47
A journey into the unknown

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Show customers
how to get there

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 The way forward is
never straight forward
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 There will be
obstacles ahead

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CLOUD
Delivery
SaaS
Service
CLOUD =
CUSTOMER
CLOUD =
COLLABORATION
What business are you in?

Enterprise
COLLABORATION
Enablement
1 B2B -> B2C

2 The Sales Cycle -> The Buyer’s Journey

3 Product focus -> Business Solution focus

 What is
Driving the
The Post-PC Era
 BYOD

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C-Generation

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B2B Shifts to B2C
B to B B to C
Customer volume Restricted clientele Large, diversified clientele
B2B buyers buy for their company, are are therefore B2C consumers buy for themselves or their family, for
Reason for purchase
accountable. pleasure.
In B2C, consumers can yield to impulse buying, or buy
B2B buyers make reasoned purchases, using
something theyÕve fallen in love with. The emotional
professional procedures.
component is important.
Buyer behavior
Product positioning must be very clear, with the sales You have to be able to get people to buy for fun, present
arguments down pat and a focus on specific added value the product attractively, stage it appropriately and use
for the company. sales arguments that appeal to emotions.

The B2B buying process is complex: first, it has to

comply with business management practices (payment
timelines, order approval, logistics, support and For the mass market, the buying process is simple because
Buying process
reporting) and second, the buying decision involves the act of buying is often the decision of a single person.
many players and requires internal decision-making
processes that can be very long.

B2B buyers do not spend their own, but their company's Price is one of the main criteria for end consumers, since it
Means
money, so do not see the expense in the same light. is their own money they are spending.

Since B2B customers are fewer in number,

representatives forge closer and more personalized links Relationships are more limited, with representatives often
Relationship
with them. Relational aspects are more important than never seeing a particular customer again.
emotional factors, and loyalty is crucial.

B2B products are often complex, since they have to

Products are sold at the retail level. They involve all types,
Products meet many requirements and involve a large number of
from very simple to very complex.
people. It can also involve wholesaling.

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1 Corporate
Consumers
2 Connected
Customers
Connected customers

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1 B2B -> B2C

2 The Sales Cycle -> The Buyer’s Journey

3 Product focus -> Business Solution focus

Consumerization
Consumerization
Commoditization
Race to the bottom
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Focus on the Buyer
and not Price

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The Buying Process

SalesChannel Europe ©2013 All rights reserved 73

Start with the Buyer’s Journey
Multiplier Now or Never
Search Moments
Moments
Refer Find

B A
Support Qualify

Differentiate
Base Up-sell Try Acquire

Manage Buy
Keep or Lose Make or Break
Moments Activate Moments
The Buyer’s Journey

Example
Constant Contact
76
Constant Contact

77
Eliminating barriers to sale

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Unchain your mind
1 B2B -> B2C

2 The Sales Cycle -> The Buyer’s Journey

3 Product focus -> Business Solution focus

Standing out from the crowd
 Differentiation
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Differentiation

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Opportunity platform
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Differentiation = different thinking
“Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC
Strategy
before
Technology
before
 think
dif erent
f
Change your thinking

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The hard way
AND thinking
AND thinking

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 AND Thinking

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 AND Thinking

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AND thinking

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Constraint-based
thinking
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Recurrent constraints

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Collective constraint based thinking
Bring about the possible

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Resilient thinking

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Child-like thinking

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Create simple offers with
3 clear business benefits
Design an E2E Customer Experience

Products Services Customer

Experience
Differentiation: 3 Levels of Perceived Value

E2E Basic Product/Service:

3 Customer Experience • Technology

• Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1
Product/Service • Quality of service
• Systems
Your Cloud • Processes
Services E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers

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 are
The DIFFERENCE
Differentiation
Example
Rackspace
By building a

Sales & Marketing

Machin
Tipping
the
“Victory in marketing doesn’t happen
when you sell something, but when you
cultivate advocates for your
brand.”
- Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit

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Advocates are your
best influencers
Becoming a…

Trusted Advisor
Help them achieve
Value Migration
 • Efficiency, productivity, creativity, innovation
• Effectiveness, more desired outcomes
• Motivated, Engaged and Energised
• Sense of satisfaction, contribution, feel valued
• Maximise Discretionary effort
• Sense of purpose, meaning and fulfilment

Co-Create Brainstorm, learn, create

Collaborate Share, contribute, improve

Communicate Chat, talk, exchange information and ideas

Connect Presence, click to connect, anytime/anywhere

Drivers of adoption

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Social media
“When the rate of
change externally is
greater than the rate
of change internally,
you have a problem.”
- Jack Welch

121
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External speed of change

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Internal speed of change

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“Genius is one percent
inspiration and ninety-
nine percent perspiration.”
- Thomas A. Edison
1 Innovate or Die
2 Focus on the Challenges facing Customers
3 Create Compelling Value Propositions
4 Differentiate at Level 2 and Level 3
5 Aligning with The Buyer’s Journey
6 Design the End2End Customer Experience
7 Tipping the Funnel
8 Help customers achieve Value Migration
9 Eco-system thinking
10 Become a Cloud Trusted Advisor
 Get it right
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YOU

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 Your Cloud
Services

David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
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